EMM: Command not utilizing system to fullestApril 10, 2014By Cathy Pauley, USAREC Based on informal surveys and scuttlebutt, the Enterprise Marketing Management (EMM) system has about as many friends in Army Recruiting Command as did Osama bin Laden. “We as a command have not latched on to EMM and used it,” said Tim Blair deputy director of USAREC G7/9. “This is the system that determines how advertising dollars are allocated and managed.” To better equip the field to use EMM, G7/9 will increase training on the system. It is an enterprise solution that will combine marketing and outreach assets into one platform and, contrary to what some may want to hope, it is not going away. The Enterprise suite includes these functions: 1. Media placement (LAMP funds) 2. Execution with direct funds 3. Request Adventure Semis or other national assets 4. BSP order (formerly MUPA) 5. Print on-demand function Blair has assembled a three-person team to visit brigade headquarters to show the field how the system will enhance their mission capability. The team focuses on troubleshooting and operator issues. “We don’t come with a PowerPoint presentation,” he said. “We have the battalions online and we walk through the entire system with them.” When the G7/9 team visits the field, he emphasizes how EMM’s reporting functionality is a powerful tool for commanders at all levels. “While our primary focus right now is at the battalion level,” he said. “The data the reports provide will allow commanders to plan future events based on how they performed in these events in the past.” Blair said one of the best tools of the report function is the ability the commander and/or staff have to tailor what they want in their reports. He reminds the field, however, that the reports are only as good as the information that's been fed to them. “There are a lot of events where we see no traditional ROI (leads, appointments, contracts) in EMM,” said Blair. “Intuitively I don’t think this is because we are executing bad events with no results. I imagine some of the poor return on leads is a result of not submitting leads against a Marketing Activity Code associated with the event.” EMM will soon be a one-stop shop for both the advertising and mission dollar side. Based on prior requirements to report expenditures of money in support of recruiting missions, whether they were conferences with a display or a nonfederal entity engagement, there was a requirement to report these to TRADOC for tracking. “The previous method was a SharePoint-based system,” said Blair. “Our goal is moving these functions and tracking to EMM.” If you need additional training with the EMM system, contact Blair at timothy.d.blair2.civ@mail.mil.